You've spent ages on your Vacation Rental Web Design. It's a one-page wonder, a stylish and user-friendly marvel of modern web design. Maybe you even hired someone to build it for you. So why are your potential customers still leaving?
I was curious about this question myself, so I did some research. Hotjar recently published a great post that breaks down exactly why people are leaving your site and what you can do to keep them. Here's what I learned.
1. Your Vacation Rental Website has Three Kinds of Customers
That's right! There are only three people you need to worry about when you sell on your Vacation Rental Website. The first is what Hotjar calls a “Just-Browsing Wanderer.” For whatever reason, they're not going to book with you. Maybe they're on your page by accident. Don't worry about them.
The second is a “Determined Hero.” They always book. Always. Nothing can stop them. If your website is down, they'll look up your phone number and call you. Don't worry about them either. They can take care of themselves!
The final customer is the one you really need to care about: the “Undecided Explorer.” This customer doesn't know if they want to book with you. Maybe they're in the research stage or their booking process.
This customer is vulnerable to problems with your Vacation Rental Website design – not just major technical issues but web design flaws and minor inconveniences. This customer is the entire reason that we say we need to convert customers.
Most people who come to your website are ambivalent about your business. They may want a room but don't necessarily want your one. They must be turned into true believers who care about your business.
But how?
First, you need to ensure your Vacation Rental Website design is as functional as possible. Know what pages people are bouncing off and take down that bounce rate as much as possible through design changes. That brings us to the next reason that people leave your site…
2. Your Vacation Rental Web Design Needs Work
Shane Barker wrote a great piece about bounce rate that cites a stat claiming that you can't really reduce this number below 20%. You're doing great if your bounce rate falls between 26% and 40%. Anything under 50% is probably fine. Any more than that, and you've got an issue.
Your next task is to determine what that issue is.
One of the biggest reasons for a bounce is that your website loads slowly. You can check your load speed for free with this Google tool. Do that now! If that's the reason that people are leaving your website, then your fix might be as easy as upgrading your hosting plan.
The next thing you need to do is to make sure that your site is mobile-friendly. This is true for all websites, but in the hospitality industry, it goes double. Most of your potential customers are going to try to book on their phone, and if your BOOK NOW button loads off the screen, they'll abandon you rather than try to figure out your website. If you haven't converted to a one-page vacation rental design yet, then consider doing so now.
Good copy, as is a proper web design, is another key to your website's success. You can hire experts to handle all your writing, both your words and your code.
Finally, watch your site analytics. They will tell you from what pages or menus your customers are leaving your site. This will help you to pinpoint your problem areas and mitigate them.
10 Common Web Design Mistakes that Will Cause Your Guests to Leave the Site
1. Poor Navigation
If your vacation rental website has complex or confusing navigation, visitors may become frustrated and leave. Make sure your navigation menu is clear, intuitive, and easily accessible on every page.
2. Slow Page Load Speed
In today's fast-paced digital world, users expect websites to load quickly. If your website takes too long to load, visitors are likely to abandon it. Optimize your images, minimize code, and choose a reliable hosting provider to ensure fast page load speed.
3. Lack of Mobile Optimization
With the increasing use of mobile devices, it's crucial to have a website that is fully optimized for mobile browsing. A non-responsive or poorly optimized site on mobile devices will lead to a negative user experience and high bounce rates.
4. Cluttered or Busy Design
A cluttered website with too many elements, excessive text, or distracting visuals can overwhelm visitors. Maintain a clean and organized design with ample white space, clear headings, and concise content to guide users through your vacation rental offerings.
5. Poor Quality Images
High-quality images play a vital role in attracting potential guests to your vacation rental. Blurry or poorly lit photos can give a negative impression and discourage visitors from exploring further. Invest in professional photography to showcase your property in the best light.
6. Lack of Clear Call-to-Action
A well-designed vacation rental website should have clear and prominent calls-to-action (CTAs) that guide visitors to take desired actions, such as booking a rental or contacting you. Without clear CTAs, visitors may leave without converting.
7. Ineffective Use of Colors and Fonts
Color and font choices greatly impact the overall aesthetics and readability of your website. Avoid using too many colors or fonts that clash, as it can make your site look unprofessional. Stick to a cohesive color scheme and select legible fonts for a pleasant user experience.
8. Absence of Reviews and Testimonials
Testimonials and reviews from previous guests provide social proof and build trust. If your vacation rental website lacks this important element, visitors may question the credibility of your property and look for alternatives.
9. Inadequate Contact Information
Ensure that your website prominently displays your contact information, including phone number, email address, and physical address. Failing to provide easy access to contact details can create doubt and discourage potential guests from reaching out.
10. Lack of Clear and Engaging Content
Engaging and informative content helps users understand the unique features and benefits of your vacation rental and forms part of your overall vacation rental marketing strategy. If your website lacks compelling descriptions, relevant information, or engaging storytelling, visitors may lose interest and navigate away.
Remember, it's essential to continually monitor user behavior, collect feedback, and make data-driven improvements to your website to address any potential issues and maximize user engagement.
If your website is already top-notch according to your experts and every tester you can throw it at, then there may be another problem. This is one that you, the hospitality professional, will have to handle all on your own.
3. Your Vacation Rental Website Doesn't Stand Out
Hospitality has never been a more crowded field. If you don't believe me, then log onto Airbnb and enter your address. Every property that pops up is an amateur who is competing – successfully – for your customers. If you don't stand out, your customers will go for a more unique, more affordable, or more convenient experience.
Your web page needs to loudly and proudly emphasise your Unique Selling Point or USP. This is what makes your hospitality specifically desirable. If you're pet-friendly to the max, showcase pictures of your dedicated dog run. If you run daily yoga or art classes, splash that across your homepage. Do you support a unique experience, like personal shopping or a wine tour? Make it a big, big deal. Those are things that the average Airbnb host can't or won't provide.
Be ready to generate a USP if you don't have one or if yours is already taken. Airbnb now offers experiences, such as historical tours and guided culinary outings, that make finding a USP even more challenging. Look for community partnerships that would be precipitously difficult for the average joe to build and maintain. For example, how many room rental hosts could afford to hire a ballroom dance instructor to teach their guests to tango one night a week? Almost none!
You, the established, professional hospitality, can provide that package. Just make sure that your website advertises it. Your USP must be so exciting that it converts Undecided Explorers into loyal fans as soon as they see it.
Still, struggling with your bounce rate? I can help you! Email me at [email protected] for a consultation.
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